Dynamism Of Creative Agencies

Change is the only thing that drives an organisation, and so are the creative agencies, who are finally beginning to dig out of 2020’s catastrophic situation, but the recovery has been a stutter-start affair.

The experts in their panel discussion discussed how agencies are embracing the transformation as well as grooming the younger generations to fit in. Bobby Pawar, Chairman and CCO, Havas Group India, talked about how the agency operated in the early days when talent was only restricted to art directors and copywriters. He said, “Now the nature of the creative team has changed. A platform plan and people who have digital as well as traditional strengths are required. You need to create a culture of collaboration. "

Success, credit, and the growth of the agency are shared with each other. The culture needs to be democratic. Dheeraj Sinha, CEO and CSO, South Asia, Leo Burnett; Chairman, BBH India, endorsed this new culture and said, "We need to learn continuously and have a learning mindset and culture. The existing palette that we have in our hand is so vast that one can play with technology, metaverse, and whatnot. "

Meanwhile, the experts also raised a concern that with days passing, the agencies have become lucrative places for people to work because their hiring salaries are so low, thus resulting in the agency’s poor growth. Nitin Kumar, Group Creative Head, Magnon Group, understood the reason behind the backdrop and commented, "Our workplaces have evolved; we suddenly shifted to online mode and then came back offline. There is a major gig economy that has emerged, which means that one-fourth of creative professionals are working from home.” He added that to overcome this difficulty, the agencies need to do strategy planning and a bit of everything as a creative person.

During the discussion, the subject of being territorial at work was brought up. The experts said the agencies need interchangeable capability, which is like putting a creative person in the shoes of a business person. In this way, creative folks will be able to understand the limitations, and a learning curve will be maintained.

Recognising the importance of creativity, the experts gave a piece of advice to the youngsters that they need to make themselves uncomfortable every day and be skill fluid to enhance their interests.